Arm & Hammer shakes it up

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Church & Dwight will break a 30-second TV ad in late February or early March for Arm & Hammer baking soda in a new shaker dispenser, positioning the product as a kitchen and vegetable cleaner. The ad moves Arm & Hammer into the produce-cleaner category launched by P&G's Fit produce rinse, which rolled nationally last summer and logged $13.5 million in sales through Dec. 3, according to Information Resources Inc. Spending was not disclosed for the ad, which was created in-house.

Copyright January 2001, Crain Communications Inc.

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